Title	BEE_INFLUENCER
Brand	FONDATION DE FRANCE
Product/Service	BEE_INFLUENCER
Category	B06. Innovative Use of Influencers
Entrant	PUBLICIS CONSEIL Paris, FRANCE
Idea Creation	PUBLICIS CONSEIL Paris, FRANCE
Media Placement	BLUE 449 Paris, FRANCE
PR	PUBLICIS CONSULTANTS FRANCE Paris, FRANCE
Production	PUBLICIS CONSEIL Paris, FRANCE
Additional Company	FONDATION DE FRANCE Paris, FRANCE

Name	Company	Position
Marco Venturelli	Publicis Conseil	CEO & CCO
Lucie Puybonnieux	Publicis Conseil	Art Director, Copywriter, Photographe, Post Production, Illustration
Alexandre Perdereau	Publicis Conseil	Art Director, Copywriter, Photographe, Motion Designer, 3D Artist
Laura Aondio	Marcel	Art Director, Copywriter
Francesca Vitello	Marcel	Art Director, Copywriter
Caroline Darmon	Publicis Conseil	Account Director
Hortense Amis	Publicis Conseil	Account Manager
Matthieu Etienne	Publicis Conseil	Social Media Manager
Sarah Lemarié	Marcel	Strategic Planner
Bertille des Borderies	Publicis Conseil	Strategic Planner, Account manager
Flore Silberfeld	Publicis Conseil	Art Buyer, Photographer
Julien Elkaim	Publicis Conseil	Digital Creative
Lucas Baudry	Publicis Consultants	Social Media Manager
Juliette Prigent	Publicis Consultants	Account Director
Pascal Crifo	Blue 449	President
Fouad Hachani	Blue 449	Creative and Media Lead
Julie Emberger	Blue 449	Digital Lead
Vincent Bousserez	Independant	Photographer
Olivia Da Costa	Independant	Photographer
Brigitte Perdereau	Independant	Photographer
Christophe Huet	Asile	President, Post Producer
Denis Seounes	Asile	3D Artist
Waldo Lee	Freelance	3D Artist
Lionel Juglair	Mikros Images	Head of Executive Producers
Fabrice Damolini	Mikros Images	Production Director
Pascal Batteux	Kelipse	Set Designer
Augustin Gregoire	Prodigious	TV Producer
Frederic Lubin	Prodigious	TV Producer, Post Producer
Martin Herail	Prodigious	Sound Designer
Sophie Lariviere	Freelance	Motion Designer

Why is this work relevant for PR?

This campaign is relevant for PR because it aimed to generate a public debate on the preservation of bees and to raise funds for the cause, by mobilizing the general public and the media as never before through the creation of an influencer like no other : a bee influencer called B.

Background

Bees are dying all over the world. As pollinator insects, they play a critical role in global food production and biodiversity : 75% of the food we eat is the direct result of bees pollinating plants. Without them, we would miss a good portion of fruits and vegetables, but also meat and dairy (livestock feed), chocolate, coffee… 46% of wild and domestic bee species are on the verge of extinction, because of intensive agriculture, pesticides, and monoculture which destroys bees habitat and food sources. The heart of the matter : money. Saving bees costs a lot, because we need to finance farmers conversion to bee-friendly agriculture, rebuild bee-habitats, finance research. Fondation de France – Involved for 50 years in collecting donations for biodiversity issues – needed an idea to raise awareness, mobilize a wider audience and raise money for the cause.

Describe the creative idea (20% of vote)

With Fondation de France, we reinvented how to raise awareness and money for a cause, by creating the first bee influencer : @bee_nfluencer. An influencer who wants to become famous and raise money for her cause, by earning money in the same way regular influencers do, by creating and monetizing their audience through paid brand partnerships. On her Instagram B. is ambassador for the bees'cause. B. shares her daily life via posts and stories mixing educational content and anecdotes to recruit followers and educate on what to do at their level. The public loves her. She uses her influence to mobilize her audience and raise money. Soon enough, brands contact her to do paid partnerships: the more followers, the more money. The money earned&raised goes to her BEEFUND, financing 3types of actions : 1Financing farmers' conversion to Bee-friendly agriculture. 2Restoring bee habitats. 3Funding independent pesticide control and promote research.

Describe the PR strategy (30% of vote)

At the heart of the strategy: a social concept to engage a general audience and brands with social media (followers & shares), other Influencers (share & engage) and PR (media & social editors), with zero media spend. We designed the cutest influencer ever, created her looks and tone of voice to appeal to all demographics around the world. We created a dedicated fund inside the Fondation de France: The BEEFUND, to make sure followers understood where the money went. We rolled out a PR & Digital influence campaign to make B a famous influencer. With a clear call-to-action: follow to support, Instagram’s follow button becomes a new way to act. B benefits from her influence and money earned through paid brands partnerships to support the cause and educate her community. “The more you follow, the more brands will pay to save bees.”

Describe the PR execution (20% of vote)

#1Teasing: onboard social editors, media and influencers to announce B.’s birth and spread the word on the bee issue. #2 -Reveal and launch: Reach lifestyle media and influencers to support the creation of Bee’s account on World Bee Day, help B. expand her community, call brands to work with B. #3 Managing the account: B regularly shared stories and posts about her life and answered Q&As to educate her followers about the cause and the ways people could act at their level. #4 - Creating 13 paid brand partnerships for B. #5 - Announcing B’s death : To end as strongly as we began, B passed away. It devastated her community, serving as a reminder of the urgency. We built her tiny grave at the Paris Pet Cemetery to remind everyone of the need to fight. We reached media and influencers to announce her death, and ask for donations

List the results (30% of vote)

- Media outputs : In 2 years, 600,000 people followed B. thanks to outstanding media coverage. The media (including social editors, influencers, corporate media) positioned B. as the new hot topic, the IT-girl to follow. +250influencers committed to the cause, + 570clippings, 70% online/30% print, 4 TVs shows, 100%positive coverage and message delivery. A socialmedia & media coverage that amounted to 240 317 694 impressions, with a total reach of 23 269 871 (excluding B.'s own account). - Audience outcomes : 600,000 followers over 2 years (272k today) engaged with the 769posts/stories shared on her account. They always supported her in her fight, as shown by the 3,106,922likes, 40,609,380impressions. B. managed to engage an international community in Europe, South America, Russia… The 8% engagement rate, 4times superior than average, demonstrated B's message touched people. - Business outcomes : Thanks to her growing influence, brands were quickly interested in B. We selected 13 brands sharing her values to do paid-partnerships : Ricola, LaPoste, Burt’s Bees, AirBnb, Guerlain, Fleurs d’ici, Team Vitality, Bee Home, Citeo, Abeilles et botanique, Lydia, Axa. She even became Galeries Lafayette’s muse for the store’s Christmas Bee theme. It raised 150,000€ for the cause. Financing 4 projects for bee preservation : 1.Creating new agricultural practices. 2.Educating farmers. 3.Analyzing pollens. 4.Developing a toxicological diagnosis tool. With total impressions = 280 927 074 Total engagement = 4 137 376 Zero media spend.4/11 - 1st email sent - MF 4/11 - Julie said dates were incorrect, but they're not. Asked for media schedule - MF 9/11 - Waiting for Matt/Jon to confirm if ok - MF 10/11 - Confirmed as ok by Jon - moving to processing folder - MF @bee_nfluencer changed how we can raise money for a cause, making it engaging, and exciting.